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Digital is the way forward for the best in British marketing, if last year's Best Awards are anything to go by. But will digital campaigns also be as successful at the 2013 Best Awards?

Stuart Wells, managing director of Wicked Web, is confident digital marketing campaigns will only improve further in the future. "Digital continues to expand as a medium," he says, "the challenge for brand owners and agencies is to maintain focus on what's important from the brief."

For truly excellent results, Wells recommends that agencies and creatives focus their efforts on using digital media appropriately, instead of casting their nets too widely. Brands should build their communications "around the appropriate digital channels, rather than forcing a message into all the channels at their disposal," he says.

At the Best Awards ceremony in March to announce last year's successes, there were big wins for Livity's "Final Verse" campaign for the NSPCC's ChildLine service, which offered the target audience of young men the chance to feature on grime artist Devlin's track Teardrops, by inviting them to write a last verse to the song and then upload a clip of themselves performing it.

The campaign picked up a trio of the top awards: Best Social Media Campaign, Best Consumer Campaign (as voted by Guardian readers) and the coveted Best of the Best Award.

Best Digital Innovation Within A Campaign and Best Creative Digital went to Iris for its use of social media and humour to promote Frijj milkshake to its young target market. The campaign centred on a game which asked people to view humorous clips on their computer while sitting in front of a webcam.

The project team were also rewarded with Best Campaign By Agency Youth. Iris also picked up Best Creative POS Or In-Store Theatre for its work on the Orange Film To Go campaign, and crowned it all by being named Agency of the Year.

Nick Adams, of WFCA, agrees, pointing out that the opportunities digital offers to agencies are limitless. "There are no boundaries with digital: if you want something and it doesn't exist, it gets invented. That's essentially what digital is – a tool that allows innovation," he says.

"Each year, digital is becoming more and more important for marketing and advertising campaigns, and the term 'digital' now means much more than websites and email, which, of course, is where it all started."

Adams is looking forward to seeing what agencies come up with in the future. "It's impossible to predict where the digital age will take us," he says, "but there will always be someone working out how to get the most out of each platform and each channel. Those people won't always get it right, but it will be fun seeing what they come up with."

The Best Awards 2013 are a great opportunity to celebrate such creativity, says Adams. "They give agencies and brands an opportunity to share success stories, which helps inspire future campaigns and ideas – and set benchmarks for us to strive to achieve better."